Published in «Russian Journal of Entrepreneurship»12 / 2018
DOI: 10.18334/rp.19.12.39680

Nontrivial results of descriptive statistics in marketing research

Zakuskin Sergey Viktorovich, LLC Agency "Compass research", Russia

Нетривиальные результаты описательной статистики в маркетинговых исследованиях - View in Russian

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Abstract:
The methods of analysis of research data by methods of descriptive and nonparametric statistics, allowing to obtain results beyond the standard approach: the identification of the grounds for segmentation, description of segments, evaluation of the attitude of respondents to goods/brands, firms, identification of problems in related areas, processing an array of many variables, identifying the nature of the dependence parameters, are given. The proposed methods are illustrated by practical examples from different areas of business.

Keywords:

consumer preferences, dependence of parameters, descriptive statistics, distribution of respondents' answers, marketing research, nonparametric statistics, segmentation bases, significance of variables, target group

JEL-Classification: M30, M31, M39

Citation:
Zakuskin S.V. (2018). Nontrivial results of descriptive statistics in marketing research [Netrivialnye rezultaty opisatelnoy statistiki v marketingovyh issledovaniyakh]. Russian Journal of Entrepreneurship, 19(12). (in Russian). – doi: 10.18334/rp.19.12.39680.


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